// ad tech

All signals tagged with this topic

Oct 6

How Agentic AI Is Reshaping Media Buying Economics

Source: Beet

PubMatic claims AI agents are now the primary driver of ad spend allocation. If true, buyer behavior is shifting from incremental tool adoption to structural workflow replacement. Agentic AI consolidates decision-making authority—which means ad networks and DSPs that can't embed autonomous agents into client workflows risk becoming commoditized conduits. The question is who captures the value of media buying efficiency: the platforms that control the agents and their data, the agencies that resist them, or the advertisers that deploy them directly.

theme-brand marketing measurement ad tech

May 18

Offline Data Becomes Essential to Fix Digital Ad Measurement

Source: Beet

As third-party cookies disappear and digital metrics become increasingly unreliable, advertisers are turning to offline conversion signals—foot traffic, in-store purchases, CRM data—to validate campaign ROI. Measurement is shifting from click-counting to actual business outcomes. This creates a competitive advantage for platforms like Padsquad that bridge online and offline data. It also exposes what the industry's traditional click-through rate and impression-based models always were: proxies for what actually mattered—whether ads drove real customer action.